The Millenial Nostalgia

Growing up as a Vietnamese national in the 1990s (yes, I’m a millenial), the aesthetics of CONG CAPHE resonate deeply with me. Born into the second generation after the Vietnam War, I didn’t experience the direct effects of the conflict. Still, the remnants of those times were visible everywhere in my childhood, from the stories my parents told to the everyday objects that filled our home.

For me, Vietnam is a mixture of nostalgic Franco-influenced architecture (from the most close-to-heart example: my high school used to be the Lasan Taberd school (1873-1975), established during the French colonisation period of Vietnam – from my time up to present called Tran Dai Nghia High School for the Gifted), old interior decor that is reminiscent of the subsidy period (between 1975 and 1986 under command economy where everything was rationed) where people weren’t financially rich but certainly hope-rich, and metropolitan, million-dollar retail shops on the streets in the Saigon CBD with the Saigon Opera House, Post Office and Notre Dame Cathedral trio; these areas I frequented on weekends with my family as a teenager.

Vietnam’s aesthetic isn’t solely defined by its poverty-stricken past or its current success. Instead, it’s a tapestry woven from the experiences and hardships of generations, captured effectively by CONG CAPHE. The café takes me back to my childhood when I would help my mother cook cassava cake on open coals in our old home backyard. The smoke curling into the air, the old kettle, vintage fan, old bookshelves and faded out photos—all these elements are mirrored in CONG CAPHE’s design, evoking a sense of warmth and nostalgia.

Vietnamese Aesthetics

CONG CAPHE encapsulates a particular chapter of Vietnamese history. It’s not about foreign investors trying to create a trendy café. Instead, it’s a heartfelt representation of Vietnam’s subsidy period, established by people who lived through those times. This authenticity is what sets CONG CAPHE apart.

Founded in 2007 by Linh Dung, CONG CAPHE’s first store opened on Trieu Viet Vuong street in Hanoi. Today, it boasts over 50 locations across Vietnam and has even expanded internationally, with its first overseas store in Korea. The café’s unique blend of history and coffee culture has made it a favourite among both locals and tourists.

The Visual Aesthetic & Kinesthetics of CONG CAPHE

The Vietnamese communist aesthetic, prominently showcased in CONG CAPHE, is a blend of simplicity and utilitarian design often adorned with nostalgic elements from Vietnam’s subsidy period. This aesthetic is rooted in the era when the country faced significant economic hardships, and resources were scarce. It reflects a frugal yet innovative spirit, where everyday objects were repurposed and homespun creativity was the norm.

Walking into a CONG CAPHE, you’re greeted by an eclectic mix of vintage propaganda posters, faded photographs of families, and recycled military gear repurposed as décor. For instance, the chairs and tables may be crafted from old wooden pallets or reclaimed steel frames, each piece telling a story of resourcefulness and endurance. Tea served in enamel cups and food dished out on old-school metal trays instantly transport you back to a simpler time, a stark contrast to the modernity outside the café’s walls.

Looming over the counters, customers might find bookshelves lined with old Vietnamese literature, history books, and even textbooks from the communist era. These elements don’t just serve as decoration; they are key to the narrative that CONG CAPHE seeks to create—a nostalgic journey through the collective memory of Vietnam. Each item, carefully curated, contributes to a larger tapestry of historical reverence, making every visit a sensory and educational experience.

The Logo Design of CONG CAPHE

The choice of typography and logo design, with its bold yet simple lettering, embodies a sense of resilience and solidarity. This echoes the spirit of a generation that lived through challenging times. The visual elements aren’t just for show; they are a tribute to a significant period in Vietnamese history.

The Typeface and Colour Palette of CONG CAPHE

The font and logo colours of CONG CAPHE are simple yet effective. The bold, sans-serif typeface is straightforward and strong, reminiscent of old military documents. This ties in neatly with the café’s theme and adds a sense of cohesion.

The colour palette, featuring deep reds and earthy tones, mimics the uniforms worn by soldiers. This minimalist design, with a stripe similar to a military rank insignia, is effective in reflecting themes of unity and discipline. While it might not be the most innovative, it successfully integrates traditional elements into CONG CAPHE’s overall aesthetic. These soldier colours, robust and understated, tie in seamlessly with the vintage, utilitarian décor of the café, reinforcing the venue’s thematic cohesion.

Vintage Aesthetic: Interior Design Colours Rooted in History

The colour palette of CONG CAPHE’s interior is another crucial element of its brand design. The use of earthy browns, deep greens, and muted reds evokes the rural landscapes and post-war reconstruction period. These colours not only create a warm and cosy atmosphere but also serve as a visual link to Vietnam’s past.

CONG CAPHE Strong Brand Storytelling: Connecting Through Narratives

One of Cong Caphe’s most powerful tools is its storytelling ability. Drawing inspiration from Vietnam’s wartime era, the brand weaves compelling narratives into its menu names, décor, and overall ambiance. Each element tells a story, creating a memorable and immersive experience for customers.

Incorporating Vintage War-Era Vietnamese Design into Graphic Design

If you’re inspired by CONG CAPHE’s design and want to incorporate vintage war-era Vietnamese elements into your graphic projects, here are some suggestions:

• Typography: Use bold, simple lettering that conveys resilience and strength. Consider typefaces that mimic the look of old propaganda posters.
• Mood: Aim for a nostalgic yet authentic mood. Your design should evoke a sense of history and cultural depth.
• Colour Usage: Opt for earthy tones and muted colours that reflect rural landscapes and post-war reconstruction periods. These colours add warmth and authenticity to your design.
• Visual Association: Incorporate elements like vintage posters, traditional objects, and rustic textures. These visual cues can create a strong connection to Vietnamese history.
• Design Direction: Start with a strong concept that ties all these elements together. Your design should tell a cohesive story that resonates with its audience.

CONG CAPHE’s brand design is a masterful blend of history, culture, and aesthetics. It offers a nostalgic trip down memory lane for those who lived through post-war Vietnam while providing a unique and engaging experience for new visitors. The café’s design elements are a testament to the power of storytelling through visual and sensory experiences, making it a standout example in the world of brand design.

About the Author:

Jess Tran Tavitian is the co-founder & design director of Design Magazine and TDS Australia. She grew up in Vietnam and later moved to Japan and Australia. Currently she resides in Saigon, Vietnam with her family and operates the design studio based in Saigon.